Bollywood as Narendra Modi’s propaganda machine
Hindustan TimesThis general election may go down in history as one that saw extensive use of popular culture, branding and marketing, image management besides huge spending on It is highly deplorable that the BJP has used all available platforms to not only propagandise itself but serve a perilous mix of high-pitched nationalism and strongman branding of Prime Minister Narendra Modi. There’s also the television series “Modi: A Common Man’s Journey”, flash mobs, embedded publicity in television serials, tea cups in railways and bindi packets bearing Modi’s mugshot, audio cards displaying India’s military action against Pakistan with Modi’s voice urging people to vote, and so on. Bollywood’s participation in BJP’s propaganda has been extensive with actors, film makers, writers and lyricists openly backing Modi, running down his political rivals especially Congress president Rahul Gandhi, trolling anyone with independent opinions, and aligning their creative work with Modi’s agenda. Its one-liner “how’s the josh” became an anthem used by Modi, his party colleagues, even defence minister Nirmala Sitharaman.
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